Great Earth Holding Ab

What Great Earth Holding Ab does

Great Earth Holding Ab, operating as Great Earth Scandinavia AB, is a privately held Swedish dietary supplements company headquartered in Gävle and founded in 1986. The company develops, manufactures, and sells vitamins, minerals, and specialized health supplements across categories including hormonal balance (PMS, menopause), sleep, stress, fertility/pregnancy, beauty, senior health, vegan nutrition, and athletic performance. Core technical differentiators include the proprietary Portamins mineral delivery system combining colloidal minerals with amino acid chelated forms, a Time Release technology enabling 8-hour sustained nutrient release, and a 7-form magnesium complex. Notable formulations were co-developed with midwives from Karolinska University Hospital, and the company holds ISO 22000 food safety certification covering its full operation.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce at greatearth.se with extensive multi-channel distribution through Swedish pharmacies (Apoteket AB, Apotek Hjärtat, Apohem, Apotea, Meds), health stores (Hälsokraft, Bodystore, Svensk Hälsokost, Happy Green, Life), 100+ physical retail locations, and a B2B reseller portal. Revenue streams include one-time product sales (80-1,155 SEK price points), subscription/recurring deliveries at customer-chosen 30/60/90-day intervals, wholesale through channel partners, and lower-priced refill products that drive repeat purchases. Customer acquisition leverages a Digital Needs Test (Behovstest) launched in April 2021 that has collected over 410,000 responses, supported by content marketing, social media, ambassador partnerships (Amanda Ekberg, Hanna Elfast, Ribecka), and strategic partnerships with Hormona (hormone-tracking app) and Shape U Up (coaching).

The company differentiates on bioavailability-led formulation, sustainability (first in Sweden with refill supplements, 2024 launch of the world's first fiber-based screw cap saving 2.6 tons of plastic annually), and need-based segmentation. Geographic operations are restricted to Sweden only, with no disclosed international expansion plans, funding rounds, acquisitions, or leadership changes in the available data.

Name

Great Earth Holding Ab

Legal name

Great Earth Scandinavia AB

Website

https://greatearth.se

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Great Earth is a 39-year-old Swedish dietary supplement company selling vitamins, minerals, and specialized health products (hormonal, sleep, pregnancy, beauty) direct-to-consumer via greatearth.se and through 10+ online retailers plus 100+ physical stores across Sweden.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Minerals & Trace Elements (Calcium, Magnesium, Zinc, Iron; Chelated Minerals) (AFAJAKAB), Health Food & Supplement Stores (CRAHAEAC), Antioxidants & Phytochemicals (Carotenoids, Tocopherols, Flavonoids, CoQ10, Resveratrol) (AFAJAKAI)

Keywords

• Dietary supplements
• Vitamins and minerals
• Women's health supplements
• Health and wellness products
• Nutritional supplements

Headquarters

HQ city

Doncaster East

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue from direct-to-consumer sales through greatearth.se e-commerce platform. Products include vitamins, minerals, supplements, and bundles sold at various price points (85-1,155 SEK).
2. Subscription/Recurring Revenue: Subscription model offering recurring deliveries of selected products at customer-chosen intervals (30, 60, 90 days). First delivery at discounted price with regular pricing for subsequent deliveries. No binding period, customers can modify or cancel anytime.
3. Wholesale/Retail Distribution: Revenue through channel partners including Apoteket AB, Apotek Hjärtat, Apohem, Meds, Hälsokraft, Bodystore, Svensk Hälsokost, Apotea, and hundreds of physical health stores across Sweden.
4. Refill Products: Sustainable refill packaging products that generate recurring revenue from existing customers while reducing plastic waste. Refill pouches at lower price points than full products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Great Earth develops and sells vitamins, minerals, and other dietary supplements for health and wellbeing, including proprietary formulations such as Portamins mineral delivery system, 7-Form Magnesium Complex, and Time Release Technology. Products are sold direct-to-consumer via greatearth.se with subscription and refill options, and through a broad Swedish retail network of pharmacies and health stores.

Product overview

Great Earth is a Swedish dietary supplement company offering a comprehensive portfolio of vitamins, minerals, and specialized health products. The core product line includes magnesium formulations (with 7 different forms), hormonal balance supplements (Meno Balance for menopause, PMS Balance for premenstrual symptoms), sleep support (Bedtime), stress relief (Ashwagandha), and libido support (Desire). The company also offers targeted packages for specific needs including pregnancy (Multi Gravid), beauty (Beauty-paketet combining collagen and hair supplements), mental fatigue, and sleep/energy combinations. Products are available in various forms including tablets, capsules, powders, and gummies, with a focus on sustainability through refill packaging. The company emphasizes high-quality ingredients, bioavailability, and formulations developed with healthcare professionals including midwives from Karolinska University Hospital.

Differentiator

Problem solved

Functional benefit

Products and services

• Magnesium 375 mg

Quantifiable outcome

• 91% of study participants experienced better sleep after two months using menopause products developed with Karolinska midwives
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, minor and major.

• HormonacoreStrategic or Co-development PartnerCollaboration with Hormona app for hormone tracking combined with Great Earth's Hormone Support supplement. Joint product development based on studies and latest research. User testing with Hormona's community to address real needs and symptoms women experience monthly. Products developed with safety, quality, and efficacy focus.
• Shape U UpminorGTM or Marketing PartnerCoaching collaboration with Shape U Up - a team of three full-time working mothers offering coaching in training and nutrition. Great Earth supplements recommended as part of Shape U Up's coaching programs. Ambassador Anno Eriksson shares her supplement routine using Great Earth products.
• Karolinska University Hospital MidwivescoreStrategic or Co-development PartnerProduct development collaboration with experienced midwives from Karolinska University Hospital. Products for PMS and menopause developed in close collaboration with healthcare experts. Clinical study showed 91% of participants experienced better sleep after two months using menopause products.
• Apoteket ABmajorChannel Partner/ Reseller/ DistributorMajor Swedish pharmacy chain distributing Great Earth products through apoteket.se and physical pharmacy locations nationwide.
• Apotek HjärtatmajorChannel Partner/ Reseller/ DistributorSwedish pharmacy chain distributing Great Earth supplements through pharmacy locations nationwide.
• Klarna Bank ABminorOthersPayment processing partner. Klarna handles all payment alternatives including card payment, invoice, installment, and direct bank payment. No extra fees charged by Great Earth for any payment alternative.
• PostNordminorOthersLogistics and delivery partner. Handles all shipping including PostNord Varubrev (mailbox delivery), MyPack Collect (pickup point), and MyPack Home (home delivery). Saturday delivery available in Stockholm, Gothenburg, and Malmö.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• New Nordic: Swedish-founded Nordic supplement brand with broad vitamin and herbal product lines sold across pharmacies and health retailers; directly comparable in geography, channel mix, and product breadth.
• Pharma Nord: Nordic-headquartered supplement manufacturer emphasizing bioavailability and clinical evidence; comparable formulation-led differentiation and pharmacy distribution footprint.
• Midsona: Nordic health and wellness products group owning multiple supplement and organic food brands; relevant comparable as a multi-brand Nordic supplement platform operating across Sweden and the Nordics.
• Bringwell: Swedish health products company with vitamins, minerals, and sports nutrition lines distributed through Swedish health stores; comparable category, channel, and price positioning.
• Holistic: Swedish dietary supplement brand carried by major Swedish pharmacies and health retailers, with a comparable vitamins/herbal portfolio and similar premium DTC positioning.
• BioGaia: Swedish-listed probiotic and supplement company with clinically-validated products and global distribution; comparable as a Swedish evidence-led supplement brand targeting similar health-conscious consumers.

Broad incumbents

• Orkla Health: Nordic consumer goods group with a portfolio of health and supplement brands (e.g., Möller's, Sana Pharma); a broader incumbent competing for Nordic shelf space in the same categories.
• Bayer Consumer Health (Supradyn/Berocca): Global consumer-health incumbent marketing vitamin/mineral supplements (Supradyn, Berocca) into European pharmacies; relevant as a scaled competitor with similar vitamin and mineral SKUs.
• Apoteket AB (private label): Swedish state-linked pharmacy chain that also markets its own supplement private label across its network; comparable as a channel that both distributes and competes with Great Earth's products.

Regional players

• Bodystore: Nordic online health and supplement retailer carrying multiple brands including Great Earth; relevant as both a channel partner and a competitor through its own-brand supplement lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greatearthscandinavia
• LinkedInlinkedin.com/company/great-earth
• Instagraminstagram.com/greatearth.se
• TikToktiktok.com/@greatearth.se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Great Earth Holding Ab